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World Cup's impact on retail shopping The 2022 World Cup kicks off on Sunday, November 20 in Qatar. Unlike other World Cups that have been held before in summer, to avoid the extreme local hot weather. 05:55

World Cup's impact on retail shopping 
The 2022 World Cup kicks off on Sunday, November 20 in Qatar. Unlike other World Cups that have been held before in summer, to avoid the extreme local hot weather. 

05:55

© Thrillist.com

The 2022 World Cup kicks off on Sunday, November 20 in Qatar. Unlike other World Cups that have been held before in summer, to avoid the extreme local hot weather. As a worldwide fiesta all over the world, With it taking place every four years, the World Cup will be played in a timeframe of around 28 days from November 21 to December 18, 2022.

It is also the first time that the World Cup is ever played in the Middle East area. There are also a lot of fun facts that the Qatar World Cup will be. For instance, the Qatar World Cup will last for 28 days, and it will be the shortest tournament since 1978, which will also be different from the past ones which lasted usually a month and an extra day after. Also, in the past World Cup matches always gathered 32 teams from different countries, and the Qatar World Cup has been the last time featuring 32 teams.

Usually held in summer in the northern hemisphere, people always like to shop for a lot of “cooling items” like icy beverages and bunches of beer. A night stay with friends in a bar would also be a good choice. However, with the change in the opening ceremony time, people’s shopping preferences also tend to change. In the UK, the beer tide goes to spirits instead, for it can better warm people up. According to the data of NielsenIQ, this year’s World Cup in Qatar is going to bring an income of around 1.7 billion in all the liquor beverages, and it will also be the first time that the sales of spirits will be able to account for 25% of total sales.

However, this year’s World Cup brings some uncertainty to the retail market as well. As NielsenlQ said in its report, warm and hot weather will boost the market just like the total store value sales in the Russia 2018 World Cup increased by 3.8%. However, when it was held in the southern hemisphere country Brazil, which was in the winter for the British, the total sales decreased by 3% compared to the formal year. This year’s World Cup will also be in cold weather and the temperature in Qatar will be around 70°F in December. What’s more, at the end of the year there are a lot of traditional shopping festivals like Black Friday and Cyber Monday, and the time of the World Cup will also be against the Christmas shopping tide. What will this year’s consuming data in the World Cup be? Will it be incredibly more or less than 1+1?

In this year’s prediction, though the weather will be a reducing element for beverage shopping, most people will still choose to buy some. But instead of going to a bar or gathering around with friends, they will more likely tend to carry their beverages home and stay there. As we all know, bars, pubs, and restaurants always bring our consuming passion up to the next level, and gathering with friends has the same effect. It will be frustrating to retailers when consumers “think twice” before shopping, however, watching matches at home will cause this.

Is the retail market going to be cold as the weather gets? Some experts predict that though the time of World Cup coincides with the traditional shopping seasons like Christmas, the sales result won’t seem to be going well. Due to the instability of the global economy, the common inflation, and the bad influences continuing because of the pandemic, retailers don’t have that much confidence. According to the official retail sales data in the summer of this year, confidence among shoppers and consumers reached a new low point. The new economic plan in the UK causes a surging rise in the mortgage rate, and people are afraid of the upcoming severe changes in house prices to compound their crisis of the costs of living. All these cause a decline in spending consumers on festivals and big events, especially when their timings overlap.

One of the retail executives expressed that the World Cup this winter had gone to the opposite side from what they have predicted as an increasing trend before. “It’s a nightmare timing from getting any upside out of it,” said an anonymous executive from the grocery industry, “It will also be executioner tough, and there is probably going to be a dilemma for one to both prepare for the Christmas and get ready for all. booze, liquors and snacks for the World Cup at the same time, which will make them shop less.” He added.

Ken Murphy, chief executive of Tesco (TSCO.L), Britain’s biggest retailer, told Reuters reporters that there will also be one circumstance that people get a 28-day full World Cup fiesta and totally forget to prepare for the Christmas and other shopping seasons. They will only get their attention back to Christmas right after the World Cup ends, causing last-minute crazy shopping and a delay in the festival enjoyment. Another factor that all the retailers in the UK need to be concerned about is the performance of England and Wales. Retail stores’ inventory changes based on their competition results. For instance, if they fail to progress beyond the initial group stage of matches, people’s enthusiasm for the World Cup is going down too.

retail park© ORTEC.com

However, cited from Crystal Evans, the marketing director of an online coupon-providing site CouponBirds – “Due to the combination of winter, the pandemic and the economic climate, people are less willing to spend during the World Cup than in previous years. But it will only be a small reduction lower than people expected, for The World Cup will be a great encouragement to people in tough times.”

Despite all the disadvantages, the World Cup is still joyfully approaching and carrying the hope of all soccer fans all around the world. Let’s drop all worries and get ready for this global sporting extravaganza in Qatar!
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